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While some like Brian Carney have written dissents regarding the forced altruism behind the viral “Ice-bucket Challenge,” one has to admit that this frenzied fad has made waves.

The ALS Association’s Ice-bucket Challenge has reached millions of viewers as thousands have participated, uploaded videos, and made donations to charity. Celebrities, presidents, school teachers, and even billionaires have been peer pressured into being silly for what will hopefully make a make long-term impact against a debilitating disease.

It’s no doubt that the ALS Association has benefited with a record-breaking $51.3 million raised, largely due to this campaign, in addition to the aided awareness.

What’s personally fascinating is the vast reach of young to old, rich to poor, popular to unknown…this social media tactic ignited a visible movement. People have openly expressed their support, financially contributed, had fun, and involved others. That’s exactly what nonprofits and many businesses strive for when engaging audiences.

St. Jude Children’s Research Hospital (my employer) had a viral success earlier this year thanks to Ellen DeGeneres’ star-studded selfie that was retweeted by millions. The children’s hospital received more than $1 million along with millions of mentions because of a charitable social media push.

Although many folks challenged themselves and others for sport, I am glad to see strangers cheerfully uniting online for good causes. It sure beats the daily vitriol and mindless BuzzFeed posts that typically fill my newsfeed.